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THE ROLE OF SOCIAL COGNITIVE, SOCIAL EXCHANGE
AND BRAND AUTHENTICITY IN CUSTOMER
PARTICIPATION: A STUDY OF HEALTH CARE SERVICES
IN HCMC
Chuyên ngành
: 4XҧQWUӏNLQKGRDQK
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: 8340101
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iii
ABSTRACT
According to the service-weighted logic, customers are viewed as active value cocreators rather than passive value recipients. Client involvement reflects the efforts
involved in co-generation engagement (Chan et al., 2010).
In the context of health services, this study proposes a structural model of customer
engagement behavior in which the antecedents are a combination of social exchange
views (including perceived organization support, perceived service provider support
and perceived customer support), social cognitive (self-efficacy) and brand
authenticity, while the suffixes are quality service quality, word of mouth as well as
the quality of life of customers.
The research was conducted through two steps namely preliminary research and
formal research. Preliminary research (including preliminary qualitative research,
preliminary quantitative research) in order to adjust and supplement the observed
variables performed in the previous study to suit the actual conditions in Vietnam and
preliminary survey by questionnaire with 48 samples to evaluate the reliability of
intrinsic consistency, convergent validity and discriminant validity of the scales.
Formal quantitative research, linear structural analysis with PLS - SEM was carried
out on 355 samples who are individual customers who have used medical and
healthcare services in Ho Chi Minh City, supported all of them. 8 proposed research
hypotheses.
Specifically, the prefixes belonging to social exchange, social awareness and brand
authenticity positively influence customer engagement behavior, and engagement
behavior significantly affects service quality, quality of life and intention to continue
purchasing services. The proposed model explained 68.6% variation of customer
engagement behavior, and 50.9% variation of service quality.
iv
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